Marketing to Multicultural Audiences
The emerging attendee market for both trade and consumer shows is multicultural. Today, one-third of U.S. residents fit that profile. By mid-century, the number will jump to nearly half. Understanding the cultural nuances necessary to reach and interest these markets is a challenge show organizers must meet.
By Patricia Sherman
September 2007

Exhibit Sales 2.0
New structures, motivators, productivity tools and performance metrics for selling in the new “event” environment.
By Maxine Golding
September 2007

Mystery attendees refocus association show
By deploying innovative research tactics — like mystery attendees — AAFP gained insight on how to improve the attendee experience at its annual convention. Find out what the association learned and how it’s tackling the issues.
By Jody Shee
September 2007

Marketwatch: International exhibitors
Nearly one-third of shows expect revenue from international exhibitors to increase next year.
By Danica Tormohlen
September 2007

Best Practices: Perfecting its partnering system
BIO schedules 12,103 meetings between 6,000 delegates representing 1,503 companies.
By Cathy Chatfield-Taylor
September 2007

Cheat Sheet: Writing and designing attendee promotions
10 tips from experts on how to craft and execute promotional messages.
By Linda C. Chandler
September 2007

5-minute interview: Julie Thompson, Cygnus Expositions
Senior Vice President & Head of Cygnus Expositions
September 2007

From the editor: More than a marketing buzzword
By Danica Tormohlen
September 2007